For many Ugandans, weekends are not just a time to rest. They are a time to gather, cheer and celebrate football.
Across urban settlements and, to some extent, rural areas, groups of friends, neighbours and even strangers come together to watch the English Premier League or listen to live football commentary on local radio.
There is hardly a Ugandan who is not passionate about the Premier League. Recent studies show that Arsenal remains the most popular team, largely due to its history of fielding African players when the league was first introduced to Uganda in the early 2000s through DStv via its SuperSport channels. At the time, Arsenal was also England’s most successful club, and the 2003/04 Invincible season under Arsène Wenger further cemented its appeal.
Manchester United also enjoys a massive following, thanks to its long history of success, global fame and star players. Liverpool and Chelsea have similarly built strong and loyal fan bases, complete with organised fan clubs, much like the other top teams.
Across Ugandan towns and cities, weekends have become unofficial Premier League jersey days. Fans wear everything from retro classics to the latest kits, showing how the EPL, alongside local and national loyalties, brings people together across age, background and social status. Club logos are also highly visible, painted on buildings, displayed in bars and even seen on vehicles.
This vibrant football culture has been amplified by the Guinness Matchday on Tour, made possible by the Matchday Truck. Launched just over a year ago, the mobile experience has travelled to towns across the country, screening live matches on giant HD screens while offering fans cold Guinness, live DJ and artist performances, and an immersive matchday atmosphere. The journey of the Matchday Truck is captured in a documentary now live on the Uganda Breweries Limited YouTube channel.
For years, fans’ banter, opinions and predictions were largely limited to radio call-in shows and sports programmes. The Guinness Matchday on Tour has changed this by creating a physical space where fans can be seen and heard. Supporters share their views, debate passionately and showcase their football knowledge in real time, supported by structured half-time and full-time fan engagement sessions.
These experiences also feature Matchday Minutes, where participants predict the minute a goal will be scored for a chance to win prizes. Rewards range from branded merchandise to tickets to watch a Premier League match live in the United Kingdom.
For many fans, this marks a welcome shift from informal gatherings at boda boda stages, local bars or small kibandas, where football discussions have traditionally taken place.
The Matchday Truck will continue delivering Premier League experiences to different parts of the country throughout the season. It has already toured Kampala, Wakiso, Jinja, Mbarara and Kasese.
For the remainder of the 2025/26 season, the truck is scheduled to visit Mbale on 7 February 2026, Mukono on 28 February 2026, Kasangati on 14 March 2026, and Masaka on 21 March 2026.
